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Positive Promotion Goal

Positive Promotion Goal

Positive Promotion Goal


To plan and implement a big promotion event, the goal of the big promotion must be clarified so that adjustments can be made in the specific implementation plan.

AIPL is a new concept that Ali has put forward in recent years in refined customer operations. It can be simply understood as promoting customers to flow between the following different stages/states.

AIPL circulation

The big promotion is an excellent opportunity to quickly increase the penetration rate of specific customer groups. Similarly, through the promotion, guiding platform customers to purchase new and important categories and increasing the penetration rate of strategic categories is a very key goal.

Population and category penetration rate

Customer acquisition seems to be proportional to revenue. The greater the revenue, the greater the passenger flow, and theoretically, the stronger the ability to acquire customers.

Get customers

The revenue goal is usually the core goal of a big promotion. It is a comprehensive result in itself.

Revenue

Profit is not a goal, but a requirement. Generally, e-commerce platforms will give an overall bottom line of gross profit when planning activities, and they need to comply when setting promotional discounts.

Gross profit

The influence of the platform comes from publicity, that is, various forms of advertising and marketing information reach. This will have a huge impact on the volume of large promotions and future sales.

Platform influence

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publish time: 2021-03-03
easy diagrams

Platforms at different stages should formulate big promotion goals with different focuses, focus on event planning and resource allocation, and tap the potential to fully obtain the big promotion value. The revenue goal is usually the core goal of a big promotion. It is a comprehensive result in itself. Profit is not a goal, but a requirement. Generally, e-commerce platforms will give an overall bottom line of gross profit when planning activities. This template analyzes the goals of the big promotion from six aspects, and the content is for reference.

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